Household device-user graph for delivering content

An online system generates a household device-user graph, which links one or more household devices in a household with one or more users, each of whom having a user profile in the online system. The household device-user graph can be used for effective content delivery to users of the online system. The device-user graph generated by the online system describes connections between household device users and household devices in the target household and usage of the household devices by the household device users. Each household device user represented in the device-user graph is connected to one or more household devices represented in the device-user graph. The online system determines whether one or more household device users identified in the device-user graph are users of the online system, and updates the user profiles of the identified household device users in response to a determination that the identified household device users are users of the online system.